An analysis of web sales data from the top 100 US online retailers shows that digital sales channels including direct website visits, display ads, e-mail marketing, organic search, paid search, referrals, and social media all play an important role in driving sales. The details of the findings published in the International Journal of Electronic Marketing and Retailing, point to certain sales channels as being more effective in some contexts and so could guide those companies with limited resources to the most appropriate approach to driving web sales effectively. The team carried out their hypothesis testing using a log-log model with a Box-Cox transformation, and the average ticket value is used as a control variable.